The challenge

The Barakat Foundation, part of the Execution of Imam Khomeini’s Order (Setad), works to reduce deprivation and build capacity in Iran’s less developed regions. Through economic projects in industry, agriculture and other sectors, infrastructure, school building, and health, insurance, financial and support services, it aims to drive economic development, create jobs, encourage entrepreneurship, reduce poverty and stem migration to the big cities. Because the foundation is present in so many regions, its PR department asked TUSI to review its brand and prepare its brand book.

Our approach

At our suggestion, a complete brand design process was prepared, designed and delivered. The motif expresses the brand’s religious and Islamic identity while drawing, in a minimal way, on the taste of Iranian Islamic architecture. An Iranian-Islamic knot pattern runs across stationery, environmental graphics and architecture, the digital identity and events, with the rules collected in the brand book. The brand’s tone of voice was defined as supportive and caring, close to its audiences and giving them a sense of support, and plain and clear enough to reach a broad audience in deprived regions. Icons and illustrations make the foundation’s areas of work, reports and statistics easier to read. The website’s user experience moved from a news site to a subject-led, informational one, with infographics that make projects and statistics transparent. Guidelines for social media keep the tone and look of posts consistent.

What we delivered

• Brand review and brand book
• Motif and visual identity
• Tone of voice
• Icons and infographics
• Website UX
• Social media guidelines